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Paying big money for someones else’s advertising

Posted by Navin Harish - No Comments

Every marketer knows the importance of being unique and standing out yet each of them decide to follow the conventional path. For the first time in late 90s I saw the Pied Piper ad of Axe deodorant where they showed women falling over a man. Since then they have been using his very effectively. In the next 12 years or so, so many deodorants have been launched and they are, in insignificantly different ways, telling the story of Axe. Use our deodorant and women will chase you. By doing this, all the other brands are strengthening the branding of Axe. When I think of a deo where women are falling over, I think of Axe, no matter who has paid for that advertisement.

In an over crowded market of deos, the only other deo that I can think of is Fogg. I have not tried it, I don’t know how good it is but I know about it because of the common sense they have used in their advertising. Instead of treading the same old path used by everyone else, they have differentiated themselves as a deo that doesn’t use alcohol as a propellant and give you more sprays per can.

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